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Results categorised as Opinion
27 Mar 2025
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Tim Bonney
The marketing funnel isn't perfect, but its fundamental logic still holds: people don’t buy things they’ve never heard of. Marketing is just evolving, as it always has.
26 Mar 2025
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Raymond Snoddy
Thirty-five years after inventing the world wide web, Sir Tim Berners-Lee is still trying to create an internet that maximises social good. His core mission is to decentralise the web by liberating data from tech platforms.
24 Mar 2025
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Omar Oakes
Ad-funded content on platforms doesn’t work because there are too few platforms and the rents are too high. As media fragments and production businesses suffer, creators must diversify to survive.
21 Mar 2025
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Sally Griffith
Recent attacks on DEI impact the sector's creative potential, its financial sustainability and its ability to connect with modern, diverse audiences. Some good work is being done, but there is much more to do.
20 Mar 2025
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Adam Chugg
Precision-targeting may be seductive but comes with limitations. Here's how agencies and brands can navigate the shifting sands of data-driven marketing.
19 Mar 2025
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Ben Knowles
Alongside Radiocentre's new research, Bauer urged the industry to focus on trusted media, agencies discussed integrating audio into media plans and System1 explored creative consistency.
19 Mar 2025
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Raymond Snoddy
From the high court overturning its rulings on two GB News shows to the start of its enforcement of the Online Safety Act, Ofcom finds itself defining or refining where media balance should lie in an increasing contentious age.
19 Mar 2025
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Rob Collier
The earliest that DTT will be retired is 2034. Given the risks involved, the industry and consumers need clarity over its future. Decisions need to be taken and plans put in place to ensure no-one is left behind.
18 Mar 2025
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Katrina Urban
Pressure contributes to stress, burnout and anxiety. It’s up to us to support ourselves and our teams with strategies to ease the effects of it on our mental wellness.
18 Mar 2025
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Nick Manning
There is a risk that the automated, AI-led black-box systems touted by holding companies and platforms would be no more successful than their predecessors. I propose an alternative.
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